Bison in Yellowstone National Park during peak travel season.
Like all of you who depend on tourism to live, I too am wondering how best to navigate in what seems to be the “new world” amidst the outbreak of Covid-19.
By now, I am sure most lodges and short term rentals are already up to their eyeballs in cancellations ( as well as event organizers, attractions, and various other organizations that work tirelessly to entice travelers to our area.) So I will spare you the economic impact numbers to the tourism industry as a whole, mostly because that remains to be seen, but also because I think it’s important to focus on “actionable” items, ideas, and collaboration during times of worry and doubt. As they say, “don’t worry about the blind mule, just load the wagon.”
So in the effort to stay actionable, below are some areas that I took note of during my research.
1. Avoid the urge to knee jerk react, especially if that involves dropping your prices dramatically. Almost every article I read from leading industry experts and destination organizations, warned against this. For starters, the demand simply isn’t there yet, and when it does come back, it can take months or even years to return to pre-crisis rates. Nevin Reed, Revenue Mgt. Expert, experienced first hand when working with a Las Vegas hotel in the aftermath of a shooting spree, as well as a hotel in the Bahamas after a category-five storm. “The hotels who took the most desperate measures with their revenue management strategy in the short run had the toughest time recovering in the long-run.” You can read more on this subject here.
2. Support Travelers: Understand the key issues and encourage them to make informed decisions based on facts and evidence. Provide honest advice and understand their concerns rather than reinforce policies and procedures. Relaxing cancellation policies and waiving fees encourages them to come back in the future. Check out how booking company Avio addressed the needs of its users. Use can also use technology and social media to communicate accurate information and build trust.
3. Market without marketing: The true upside to this whole widespread shut down on travel is that there is nothing like being holed up for weeks watching Netflix, to make you want to really get out of town! So for now, your job is just to inspire them or at the very least, let them dream. The last thing you want is to come across as insensitive or tone-def to what is happening in the world. I have pulled most travel campaigns, with the exception to social media, which are now just inspirational, with no calls to action. Here is a copy of the ad campaign for Yellowstone Teton and Idaho Tourism that will run as we get closer to ending “social distancing.”
4. Consider a virtual event: As the days of quarantining press on, people will grow restless for new entertainment or distraction. Have you watched the plethora of artists taking to video for concerts? One of my favorite virtual events to hit the scenes in the wake of the virus? Nonna Live , an Italian Grandma teaches you how to make pasta! This could be applied to fishing, or biking, or a myriad of other interests people have and are dying for something new! Take them on a tour of your city or your favorite waterfall.
5. Use the down time wisely: Here in Eastern Idaho, we are fortunate (remember silver lining here folks) that this shut down comes during our shoulder season. Does staff need training, does your business need a deep cleaning? Or maybe your website needs updating.
6. Stay informed: Not just about the virus itself (it’s pretty hard not to get plenty of that information) but stay informed on current legislation, or other government action that addresses the Travel and Tourism Industry. For state information (Idaho), here are the current measures being taken. You can find the US Government responses to Covid-19 here. Additionally, you can find a copy of the last draft bill to address the issue here.
I hope this finds all of you healthy and doing what you can to help others in your community to weather this storm. If nothing else, you can rest assured knowing that Economic Developers across the world have a slightly better understanding of the TRUE impact the Travel and Tourism Industry has on the economy :-)